LIV Golf, the controversial Saudi-backed tour, has long struggled to establish legitimacy in the golf world amidst fierce opposition from the PGA Tour, global scrutiny of Saudi Arabia’s human rights record, and skepticism from corporate sponsors. However, recent developments suggest that LIV Golf may be turning a corner, going mainstream with potential high-profile TV deals, groundbreaking sponsorships, and strategic advertising.
These changes signal a significant shift in how LIV Golf is perceived—not only by corporate America but also by the sports industry at large. This newfound acceptance comes against a backdrop of evolving political attitudes and a recalibration of priorities within the golf world.
The Potential TV Deal with Fox Sports
The prospect of a partnership with Fox Sports marks a pivotal moment for LIV Golf. For its first two years, LIV struggled with broadcast reach, airing on The CW, a network that provided access to 120 million homes but failed to deliver viewership. The 2023 finale at The Greenbrier averaged a mere 165,000 viewers—a paltry number compared to PGA Tour broadcasts.
Now, LIV is reportedly in discussions with Fox Sports about airing its tournaments on FS1 or Fox’s main network. Unlike The CW, Fox has the infrastructure and audience base to elevate LIV’s profile significantly. Such a deal would also indicate that a major American broadcaster is willing to partner with a league backed by Saudi Arabia’s Public Investment Fund (PIF), a relationship that previously drew criticism.
This shift comes at a time when the PGA Tour itself has entered a merger framework with LIV, easing tensions between the two tours. Additionally, the return of Donald Trump to the White House—who has openly supported LIV Golf and hosted several of its events—appears to have softened the broader narrative around Saudi Arabia’s involvement in sports.
Bryson DeChambeau’s Partnership with Reebok
A major sponsorship deal between Bryson DeChambeau’s Crushers GC team and Reebok is another sign of LIV’s growing credibility. The long-term partnership designates Reebok as the official apparel and footwear sponsor of DeChambeau and his team, marking the brand’s return to golf.
This partnership is noteworthy because, just a year ago, major companies were reluctant to associate themselves with LIV Golf due to its ties to Saudi Arabia. Reebok’s decision signals that some brands are now willing to engage with LIV, likely influenced by the league’s persistence and high-profile players like DeChambeau, who remains one of golf’s most marketable stars.
Reebok’s re-entry into golf, backed by its partnership with DeChambeau, aims to attract younger, more diverse audiences to the sport. This collaboration highlights a growing recognition of LIV Golf’s ability to disrupt traditional golf culture and reach new demographics, a stark contrast to the isolation the league faced early on.
Ads During the Crypto Showdown
The Crypto Showdown between LIV and PGA players was LIV Golf’s attempt to bridge competitive sports with entertainment. Ads during the event were a mix of crypto brands, apparel companies, and non-endemic sponsors, further indicating LIV’s mainstream aspirations.
Critics, however, pointed out flaws in the production, including long delays, late afternoon starts that dragged into the evening, and commentary that felt uninspired. Despite these shortcomings, the presence of corporate advertisers demonstrates an interest in LIV’s ability to attract attention, even as viewership numbers remain modest compared to the PGA Tour.
The event also underscores LIV Golf’s marketing strategy: blending star power with innovative formats to keep audiences engaged. While the execution left room for improvement, the willingness of brands to buy ad space during a LIV event reflects a growing acceptance of the tour.
The Political Shift
LIV Golf’s growing legitimacy coincides with a political shift in the U.S. administration. During President Biden’s tenure, Saudi Arabia faced significant criticism for its human rights record, and the PGA Tour capitalized on this sentiment to distance itself from LIV. The PGA branded LIV as a vehicle for “sportswashing,” highlighting Saudi Arabia’s controversial policies.
However, with President Trump’s return to office, the tone has softened. Trump, an outspoken supporter of LIV Golf, has hosted LIV events at his golf courses and openly praised the tour. This political climate has created an environment where the PGA, LIV, and sponsors are more willing to collaborate.
The merger framework between LIV and the PGA Tour, announced earlier in 2024, has also played a key role in normalizing LIV’s presence. By aligning itself with the PGA, LIV has shed some of its outsider status, making it more palatable to corporations that were previously hesitant to engage.
Does This Mean LIV Has Arrived?
The signs are promising. A potential Fox Sports deal would elevate LIV’s visibility, while sponsorships like Reebok’s partnership with DeChambeau demonstrate growing corporate confidence in the tour. However, LIV Golf still faces challenges. Its audience remains limited compared to traditional PGA events, and public perception of Saudi Arabia’s involvement continues to be a polarizing topic.
LIV Golf’s journey from pariah to potential mainstream contender reflects a broader evolution in the sports industry. The tour’s persistence, combined with shifting political dynamics and strategic partnerships, has allowed it to carve out a niche. While questions about its long-term sustainability remain, LIV Golf is no longer just a disruptor—it’s a player on the global stage.